FORBES: The Insider’s Guide to a Luxurious Coachella 2016 Experience (and How VIPs Celebrate the Festival)

On April 15, 2016, the most sought after festival opens its gates again. Thousands of music enthusiasts, fashionistas and celebrities will be en route to the Californian desert to celebrate music, art, life and love at Coachella for the next two weekends. The annual Coachella Valley Music and Arts Festival attracts the who is who with its summer carnivalatmosphere and unique live performance lineup.

LAX Airport will be welcoming stylish visitors from all around the world in the next two weeks, and the Abbot Kinney Blvd in Venice will become a catwalk for the bohemian fashion crowd. You will see artists, models and surfers strolling around or drinking green smoothies and enjoying the Californian lifestyle in some of the boulevard’s small cafes and restaurants, before they take off to Palm Springs by helicopter or go on a fun road trip with their friends.

Every festival has its different categories. So does Coachella. And when you like to enjoy a certain lifestyle, be surrounded by a select crowd and take advantage of “one-of-a-kind” services – like celebrities do – then you must be very well connected and willing to pay a certain amount to ensure a memorable VIP experience.

I spoke to Ronnie Madra, the “one-of-a-kind” event expert and co-founder of Butter Group, who lives the dream of a truly extraordinary lifestyle. His network not only includes the bosses and founders of global luxury brands, but he also counts A-list actors, artists and top-models among his circle of friends. This could be another reason for the New York based Butter Group’s success, which owns the famous nightclub brands 1 OAK and Up & Down, and produces the world’s most prestigious parties. Ronnie Madra, who’s been visiting Coachella for almost 10 years, gives some insights into how VIPs celebrate the festival.

Ronnie Madra, Co-Founder of Butter Group

1. How to get to Coachella

After landing at Los Angeles International Airport (LAX) some spend a few days in Los Angeles before taking a helicopter or car to Palm Springs. Either way, it is a great experience. Some prefer the fun of driving through the desert, and having an occasional pit stop at In-N-Out Burger, while others prefer a fast arrival by chopper. This year, Uber collaborates with Blade and offers the UberChopper service to Coachellafor the first time.

The officially purchased VIP wristbands offer access to two VIP areas on the Coachella grounds: the large VIP area next to the main stage, with organic food trucks, seating opportunities, tents, bathrooms, phone plug-in stations and ATMs within a relaxed and uncrowded atmosphere. From there you have a view of the main stage. The other VIP area, called “Rose Garden”, is smaller and on the other side of the festival grounds. It is a beautiful bohemian rose (beer) garden that is perfect for chilling-out during the day.

4. The “Super VIP” Access aka Artist Pass

The real VIP services at Coachella go beyond the official VIP areas. The access for celebrities and super VIPs is guaranteed by artists and backstage wristbands only. The owners of these are the very few who enjoy the benefits of services which are usually only offered to performing artists and their crews. They, for example, are the ones who can avoid the long 20-30 minute walk from the official Coachella drop-off locations to the actual entrance: “VVIPs” are offered artists parking spaces closer to the grounds, including golf cart pick-up service. They are also the ones who have backstage access and can see the concert from right next to the stage. And how to get this special access? “You must know a performing artist. It’s all about having the right connections.” says Madra.

Credit: Coachella Valley Music & Arts Festival

5. VIP Parties & Side Events

1 OAK and Up & Down will be hosting their annual pop-up event, co-sponsored by Bumble app, Budweiser and the Wine’N’Dine app, at a private estate in the Bermuda Dunes. “The day-time event expects a beautiful, fun and affluent crowd this Friday.” Ronnie Madra explains and adds, “We have spent many years and a lot of resources in building our brand and pop-up business so we have the reputation for throwing great parties during high profile events around the world. 1 OAK and Up & Down are all about quality not quantity. This sets us apart from our competitors.”

1OAK Pop Up Event, Indio, 2015 Credit: Butter Group

Ronnie Madra’s Coachella tip: “Don’t miss the reunion show of Guns N’ Roses at the main stage of Coachella Valley on Saturday night. This will be the highlight of the festival.”

Another legendary side event that takes place in the desert this weekend is Brent Bolthouse’s Neon Carnival. The Saturday night party includes a spectacular DJ lineup, entertaining animations and amazing acts. This event has been the celebrity hotspot for many years. A strict door is guaranteed. Guest list only, of course.

THERMAL, CA – APRIL 11: A general view of atmosphere at the Neon Carnival with PacSun, ‘Dope the Movie and Tequila Don Julio at the Thermal Hangar on April 11, 2015 in Thermal, California. (Photo by Jesse Grant/Getty Images for NEON CARNIVAL)

6. What to wear

Coachella is all about bohemian chic, being comfortable and easy, yet beautiful. Light, transparent materials and floating cuts are the key to a fashionable festival experience for her. Also, flats, a sunhat and sunglasses are a must during the day and a light cardigan is recommended for when it gets chilly at night.

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her-etiquette.com was founded in January 2014 by Nel-Olivia Waga. It is a well respected luxury and lifestyle online magazine, that caters to a qualitative and sophisticated target group and collaborates with the world’s best luxury brands. Based in Switzerland, it covers local hotspots and international topics around travel, art & culture, wine & dine, watches & jewelry and health & beauty – in English and German.

BY NEL-OLIVIA WAGA

Nel-Olivia Waga is the Founder and Publisher of her-etiquette.com. She is a Marketing Specialist, an Editor and Entrepreneur. Her articles can be seen on platforms such as FORBES, L'OFFICIEL or BILANZ. With her consulting firm HER CONCEPT, based in Zurich, Switzerland she creates and co-ordinates extraordinary marketing projects for private banks and luxury brands around the world with a strong focus on Europe and North America.